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CYNTHIA RICCIARDI: We've recently gone through a
merger, so it has impacted our ability to really excel in new
technologies and new platforms because we've been merging
systems and doing some of that type of work.
But I think we're really about ready to
get to the next level.
And I think a lot of what we do needs to be more real time
versus somewhat delayed in communications.
And I think we're really looking to create a customer
experience that actually is beyond what the customer would
expect from us.
From a customer experience point of view, we have a lot
of learning, and we're starting to learn an awful lot
about how customers want us to communicate to them, how they
want to do different transactions in the business.
And I'll give you an example.
We use a new technology where I can send out an alert to a
customer who likes the Giants NFL team.
I'll send out an alert and tell them when
that team is playing.
They can hit an icon, which then allows them to go in and
send themselves a text message at the time that programming
is scheduled.
So things like that that really enhance and create ease
in customers' ability to engage with us, we're looking
at as critical going forward: personalization, relevancy,
all of those items. If you think about content, which is
really what we're marketing, it's really important to know
more about the customer in order to do that.